PepsiCo’s caffeinated soft drink Mountain Dew has launched a clear citrus variety called DewShine, “inspired by the brand’s roots in the backwoods of Tennessee”.
Available in single-serve and four-pack formats, the beverage is packaged in longneck bottles that commentators are comparing to those used for craft beers and sodas. Launching later this month, the formats well retail for $1–$1.49 and $3.99 respectively.
It is made using cane sugar in the place of high-fructose corn syrup, and contains 160 calories per bottle – ten less than regular Mountain Dew products.
The new packaging could increase appeal among teenagers and millennials – the brand’s two key demographics – according to an American newspaper. “The line between alcoholic and non-alcoholic beverages is intentionally being blurred by producers of both,” Michael Scippa from advocacy group Alcohol Justice told USA Today.
“The move comes at a time when all things craft seem to be white-hot,” it added. “Besides craft beers, there’s craft pizza, craft popcorn and even craft beef jerky.”
“DewShine looks like water in a certain light but it’s a very, very light tint of yellow or cream,” added blogger Mtn Dew Kid. “It smells like a very soft lemon flavour and it took me a while to really notice it… the taste is that of a weak sweet lemonade and goes down as easy as water.”
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